本研究目的主要在探討體驗行銷對顧客忠誠度和購買意願的影響，並進一步探討產品涉入程度是否會干擾其變數間的關係。研究程序共分為預試與正式問卷兩大部分。預式主要目的在篩選出不具影響之問項，預式回收有效樣本為48份。正式問卷以誠品書店消費者進行問卷之發放，回收有效樣本為345人。研究結果顯示，體驗行銷對顧客忠誠度和購買意願分別都有正向的影響，換言之，企業採取體驗行銷之策略，能夠提高顧客忠誠度以及購買意願；此外本研究另加入產品涉入程度作為干擾變數；而研究結果顯示，企業採取思考體驗的行銷策略，會降低顧客的產品涉入程度，進而降低其顧客忠誠度。本研究討論理論及實務上之意涵，並對未來研究提出建議。
The main purpose of this study was to explore the experiential marketing on customer loyalty and purchase intention, and to further explore whether the extent of product in-volvement would interfere with the relationship between the variables. Research pro-gram is divided into two pilot and most of the formal questionnaire. The main purpose of pre-type non-selected items of the question, pre-ceremony for the 48 valid samples. Eslitebooks formal questionnaire to consumers issued questionnaires, 345 valid samples. The result show that experiential marketing and customer loyalty and purchase inten-tions have a positive impact, respectively, in other words, experiential marketing enter-prises to adopt strategies to increase customer loyalty and purchase intention, addition, this study add another product involvement as interference variable; the results show that corporate marketing strategy to think experience will reduce the customer's product involvement, and thus reduce their customer loyalty. This study discusses the implica-tions for theory and practice, and to make recommendations for future research.
